We created a “happening.” Interactive, digital out-of-home projections allowed young Snackers to call the shots using their mobile phone, a first for North America. After sending an SMS with the keyword “Blue” or “Wing” our two conflicting characters personifying the flavours would battle it out in a series of random moves that entertained and engaged the audience. These were our SMS “throw downs”!

Young Snackers then received a text reply encouraging them to visit a special microsite and then to Facebook to continue the battle and recruit their peers. As well as fuelling the debate with their own content, friends on either side could track which side was winning in real time and view an epic 60-sec video.

Rich media ads on other key websites sites drove more traffic to the site. Finally, we ran the video in Cinema and on TV when the summer was rained out.

Results substantially exceeded all expectations and objectives.After only 12 weeks…58% Brand Awareness20% Trial8% share of category1,291 SMS “Throw Downs” 1,921 Facebook Fans$2,000,000 Over Business Plan Only $2,000,000 spent!This campaign has rescued the brand and made it relevant with Young Snackers again.